VacatureVerbeteraar.nl merges into Textmetrics’ new Recruitment Module (EN/NL)

VacatureVerbeteraar.nl merges into Textmetrics’ new Recruitment Module (EN/NL)

De Nederlandse versie vindt u onderaan

 

Text and employee motivation analysis available in 14 languages from September 1st

Arnhem/Rotterdam, the Netherlands – As of September 1st, VacatureVerbeteraar.nl, a website to enhance job descriptions, will be fully incorporated into the Recruitment Module of Textmetrics, a company that specializes in text technology. VacatureVerbeteraar offers a product and algorithm developed by Intelligence Group and Jobdigger, and is used by hundreds of recruiters in the Netherlands to write job descriptions aimed at specific target audiences. Through this merge, job descriptions can be optimized for Google, writing style, or gender, while the software also provides feedback on applicant motivation and hiring difficulty.

The merging of VacatureVerbeteraar.nl into Textmetrics’ text technology is a logical step to further automate, professionalize and improve the quality of job description texts in recruitment processes in the Netherlands and beyond. Furthermore, it is becoming increasingly important to avoid the exclusion of certain target audiences, for example, on the basis of gender or level of literacy, and to make sure that information is easy to find online.

In addition to the Dutch market, the coming years will see focus shift towards the Belgian, German, French and English markets. The Recruitment Module will go live in 14 languages. The name VacatureVerbeteraar and its website will become visible through Textmetrics Recruitment, accompanied by the statement “Powered by Jobdigger and Intelligence Group”. Intelligence Group and Jobdigger are currently testing new algorithms to further automate the creation of job descriptions.

Targeted Job Descriptions

Thanks to technology, writing texts tailored to specific audiences is becoming easier every day. A possible starting point may be “gender,” where your writing is aimed at men or women (or gender neutral). Texts can also be geared to the readers’ level of education, their language proficiency, positive sentiment and Google’s indexation. Combined with the data and technology provided by Intelligence Group and Jobdigger, job descriptions are also screened for applicant motivation and hiring difficulty. In the future, you will also get suggestions for alternative job titles and texts will be checked on all Google for Jobs features.

“The incorporation of VacatureVerbeteraar into Textmetrics is beneficial to both parties. Textmetrics is a leader in the international market of language technology. At the same time, we offer highly specialized data and algorithms geared to the motivation of target audiences, so both solutions are combined into a strong proposition”, says Geert-Jan Waasdorp, managing director at Intelligence Group. “Writing job descriptions is often considered one of the least fun recruitment activities. But the integration of these two technologies makes writing a great, optimized job description very easy.”

“The integration of VacatureVerbeteraar.nl within Textmetrics allows our customers to take important steps in recruitment, giving rise to next-generation technologies for the improvement of job descriptions. Together with Intelligence Group and Jobdigger, we aim to provide both Dutch and international recruiters and employers with a very easy, ready-to-use product,” says Marcel Leeman, managing director at Textmetrics.

“Data and smart algorithms enable us to determine the needs, skills and requirements of job types that are already largely standardized, and integrate these into existing texts. Furthermore, we can take inspiration from tens of thousands of well-written job descriptions from the past years in order to further improve new texts. These developments, which are now being tested and will be integrated within the Textmetrics Recruitment Module, give recruiters around the world access to the best, most optimized job descriptions,” says Bjorn Heijmand, cofounder of Jobdigger.

About Textmetrics

Textmetrics (Arnhem) is a tech company specialized in the realization of communication strategies through the use of AI and text technology (including text distribution, text comprehension, target groups, and text conversion). Textmetrics supplies commercial companies and organizations with specialized software that allows them to use text to optimally assist customers/target audiences in their purchases and their understanding of the information provided. The machine learning and AI-based technology is successfully applied by large companies and customer organizations, such as energy companies, banks, insurance companies, and temporary employment and HR service companies within departments such as Marketing, Corporate Communications, Recruitment and Customer Services. Boasting approximately 40,000 users worldwide, the platform supports all modern Western languages.

www.textmetrics.com

About Intelligence Group

Intelligence Group (Rotterdam) is an international Data & Tech company that specializes in job market and recruitment data. As market leader in Europe, we collect and enrich job market data. For over 17 years we have helped organizations throughout Europe to attract and recruit applicants in a smarter way, increasing their position in the market.

www.vacatureverbeteraar.intelligence-group.nl

About Jobdigger

Jobdigger (Arnhem, founded 2012) provides job market insights through innovative solutions. As a fast-growing organization, we equip our clients with relevant job market data that can be leveraged for a stronger market position. This data supports organizations in lead generation, recruitment activities, and career paths.

www.jobdigger.nl

 

For more information:

Marcel Leeman, CEO Textmetrics

E: marcel.leeman@textmetrics.com

T: +31 6 37192984

www.textmetrics.com


 

VacatureVerbeteraar.nl gaat op in nieuwe recruitment-module van Textmetrics

analyse van tekst en werknemersmotivatie vanaf 1 september in 14 talen beschikbaar

 

Arnhem/Rotterdam – VacatureVerbeteraar.nl, het product en algoritme van Intelligence Group en Jobdigger om vacatureteksten doelgroepgericht te schrijven, wordt per 1 september geheel geïntegreerd binnen de nieuw ontwikkelde recruitment-module van Textmetrics, een bedrijf gespecialiseerd in teksttechnologie. Daarmee worden vacatureteksten geoptimaliseerd voor Google, schrijfstijl en geslacht en geeft de software tegelijk feedback over de motieven van kandidaten en de haalbaarheid van een vacature. VacatureVerbeteraar.nl wordt in Nederland inmiddels door honderden recruiters toegepast bij het werven van kandidaten.

Het opgaan van VacatureVerbeteraar.nl in de teksttechnologie van Textmetrics is een logische stap in het verder automatiseren, professionaliseren en verbeteren van de kwaliteit van vacatureteksten in het recruitmentproces in Nederland en daarbuiten. Daarbij wordt het steeds belangrijker om geen doelgroepen uit te sluiten, bijvoorbeeld op het gebied van gender of laaggeletterdheid, en om informatie online eenvoudig vindbaar te maken.

Naast de Nederlandse markt zal de focus in de komende jaren ook op de Belgische, Duitse, Franse en Engelse markt komen te liggen. De ontwikkelde recruitmentmodule zal in 14 talen live gaan. De naam VacatureVerbeteraar en de bijbehorende website zal zichtbaar worden via Textmetrics Recruitment onder vermelding van ‘Powered by Jobdigger and Intelligence Group’. Op dit moment zijn Intelligence Group en Jobdigger een aantal nieuwe algoritmes aan het testen die moeten leiden tot nog verdere automatisering van het maken van vacatureteksten.

Gerichte vacatureteksten

Technologie maakt het steeds makkelijker om teksten doelgroepgericht te schrijven. Daarbij kan het uitgangspunt ‘geslacht’ zijn, door teksten te schrijven die meer gericht zijn op mannen of vrouwen (of juist genderneutraal). Ook kunnen teksten afgestemd worden op het opleidingsniveau, niveau van kennis van de Nederlandse taal, positiviteit en op het indexeren van Google. Door de tekstechnologie van Textmetrics te combineren met de data en technologie van Intelligence Group en Jobdigger, worden vacatureteksten ook gescreend op de juiste motieven van kandidaten en de haalbaarheid bij werving. In de toekomst worden daarnaast suggesties gedaan voor alternatieve functiebenamingen en wordt er getoetst op alle kenmerken van ‘Google for Jobs’.

“Het opgaan van de VacatureVerbeteraar binnen Textmetrics is een winst voor beide partijen. Textmetrics is het verst gevorderd in de internationale markt voor taaltechnologie. Tegelijkertijd hebben wij zeer gespecialiseerde data en algoritmes gericht op doelgroepmotieven waarmee beide oplossingen samen tot een sterke propositie leiden”, aldus Geert-Jan Waasdorp, directeur van Intelligence Group. “Het schrijven van vacatureteksten wordt als een van de minder leuke onderdelen van het recruitment werk gezien. De integratie van deze twee technologieën maakt het heel eenvoudig om een geoptimaliseerde en goede vacaturetekst te schrijven.” 

“Met de integratie van VacatureVerbeteraar.nl binnen Textmetrics kunnen onze klanten op het gebied van recruitment belangrijke stappen zetten en ontstaat er een nieuwe generatie technologieën voor het verbeteren van vacatureteksten. Samen met Intelligence Group en Jobdigger hebben wij de ambitie om zowel Nederlandse als internationale recruiters en werkgevers een zeer eenvoudig en direct te gebruiken product aan te bieden”, aldus Marcel Leeman, directeur van Textmetrics.

“Data en slimme algoritmes maken het mogelijk om de wensen, skills en eisen van beroepen die al grotendeels gestandaardiseerd zijn, te integreren in bestaande teksten. Ook kunnen we uit tienduizenden goede vacatureteksten van de afgelopen jaren inspiratie halen om nieuwe teksten verder aan te passen. Deze ontwikkelingen die we nu testen en die straks geïntegreerd worden binnen de Textmetrics Recruitment Module kunnen recruiters overal ter wereld voorzien van de beste en meest geoptimaliseerde vacatureteksten”, aldus Bjorn Heijmans, medeoprichter van Jobdigger.

Over Textmetrics

Textmetrics (Arnhem), is een tech-bedrijf gespecialiseerd in het realiseren van communicatiestrategie door de inzet van AI en teksttechnologie (o.a. tekstverspreiding, tekstbegrip, doelgroepen en tekstconversie). Textmetrics levert gespecialiseerde software aan bedrijven en (klant)organisaties om te zorgen dat zij door middel van teksten hun doelgroep maximaal kunnen bedienen bij aankopen of bij het begrijpen van de aangeboden informatie. De op machine learning en AI gebaseerde technologie wordt succesvol toegepast bij energiebedrijven, banken, verzekeringsbedrijven en uitzendorganisaties, en dan met name binnen afdelingen zoals Marketing, Corporate communicatie, Recruitment en Customer services. Wereldwijd zijn er ongeveer 40.000 gebruikers van de software, die in alle moderne Westerse talen wordt ondersteund.

www.textmetrics.com

Over Intelligence Group

Intelligence Group (Rotterdam) is een internationaal Data & Techbedrijf op het gebied van arbeidsmarkt- en recruitmentdata. Wij verzamelen en verrijken arbeidsmarktdata en zijn hiermee marktleider in Europa. Deze data over de arbeidsmarkt helpt organisaties al meer dan zeventien jaar om kandidaten slimmer te verleiden en te werven in heel Europa én om hun positie op de markt te verbeteren.

www.vacatureverbeteraar.intelligence-group.nl

Over Jobdigger

Jobdigger (Arnhem, opgericht 2012) maakt de arbeidsmarkt inzichtelijk door middel van innovatieve oplossingen. Als snel groeiende organisatie weten klanten ons te vinden voor relevante arbeidsmarktdata die zij inzetten voor een sterkere marktpositie. Deze data ondersteunt organisaties bij hun leadgeneratie, wervingsactiviteiten en loopbaantrajecten.

www.jobdigger.nl

 

Voor meer informatie:

Marcel Leeman, CEO Textmetrics

E: marcel.leeman@textmetrics.com

T: +31 6 37192984

www.textmetrics.com

10 Marketing Practices You Can’t Ignore – Part 2

10 Marketing Practices You Can’t Ignore – Part 2

As the marketing trend changes rapidly, it’s not easy to keep up. Marketers have to be alert and stay informed at all times in order to stay ahead of the current market situation. In the second part of this blog post, we keep you updated on the latest marketing practices that you simply can’t look past. You can read the first part of the blog here.

 

#6. Peer marketing

When customers go online to buy a certain product, chances are that they will compare different brands before they actually decide to purchase. As a business, you want customers to choose you. One thing we know customers do is read online reviews about  your product and products like yours. Businesses spend huge amounts of money every year on their brand reputation, and good reviews are what you need to build an impeccable one. So, make sure you do everything you can to make your customers happy and ask them to leave a review on your website after every purchase. 

Of course, gathering reviews takes some time, especially because you’ll probably have to ask customers to write a review more than once. Happy customers tend to need some reminder emails and incentives before they leave a review, while unhappy customers write one before you know it. But if you manage to get enough positive reviews, you’ll definitely benefit from it. Studies have shown that 95% of online shoppers read online reviews before making a buying decision.

 

#7. Interactive content 

Along with images and video content, we see that an increasing number of online buyers are actively looking for interactive content. It’s dynamic and engaging, and it offers customers an immersive experience. Popular interactive content includes:

  • Quizzes and polls
  • Embedded calculators
  • Augmented reality ads (we will discuss that some more later on in this article)
  • 360-degree videos

Customers like interactive content because it’s fresh and original. Not too many businesses are currently producing this kind of content, so it’s a great opportunity to distinguish yourself from the competition. Interactive content helps customers connect to your brand and feel more involved in the buying process. Similar to images and videos, interactive content is very memorable and has a more lasting impact.

 

#8. Virtual reality and augmented reality 

We mentioned augmented reality earlier on when we were discussing interactive content. Virtual reality and augmented reality are marketing trends we’ll see more and more in the near future. Virtual reality is viewing a computer-generated, lifelike scenario. Think of a 360-degree video, something we mentioned when discussing interactive content as well. Augmented reality is viewing the real world augmented with visual, haptic or olfactory additions. Brands increasingly use it to enhance the consumer experience and increase sales.

A good example of augmented reality is the IKEA PLACE app from IKEA. With this app, you can visualize virtual furniture, like the furniture that you can buy at IKEA, in your own home. All you have to do is take a picture of the room you want to place the furniture in to see what it will look like. Businesses use both virtual reality as well as augmented reality to improve the customer experience online and at events. As VR glasses and AR apps become more accessible, businesses should be ready to implement this trend into their marketing strategies.

 

#9. A responsive, mobile-friendly website 

After marketing trends like interactive content and augmented reality, a responsive, mobile-friendly website may seem obsolete. But, as it turns out, there are still quite a few businesses that don’t have a mobile-friendly website yet. When you know that 48% of searchers use their mobile phone, and the first position on Google search on mobile has a 31.35% click-through rate, you know that your business really can’t do without one. As a business, you should make sure that your website is discoverable and readable on mobile devices, such as smartphones and tablets. The speed of your website is also important since Google gives fast websites a better ranking in the search results. So, make sure you have a responsive website that is optimized for mobile use. 

 

#10. Content marketing

Content is king. If you don’t know that by now, you must have been living under a rock. Content will continue to be king and therefore you should do everything you can to get it right. If businesses want their customers to find them online, well-written content is extremely important. Of course, this content has to be SEO optimized, but the most important thing is the quality of the articles and blogs that businesses publish. Many marketers believe that publishing well-written content makes readers view the organization as a credible and trusted resource. 

 

Well-written content is readable, aimed at the right target audience and inclusive. At Textmetrics, we have tools that can help businesses create this content. Useful for marketers and copywriters who create content on a daily basis, but also a great help for recruiters who post job vacancies, for example. It guarantees that everyone in the organization communicates in the same way, which positively contributes to the credibility of the business.

Are you looking to stay ahead of the marketing trend and implement Texmetrics within your organization to maximize your marketing effort? Don’t be shy and contact us for more details!

Textmetrics sees strong growth in number of customers for its language platform (EN/NL)

Textmetrics sees strong growth in number of customers for its language platform (EN/NL)

De Nederlandse versie vind je onderaan

 

“working remotely” creates the need for the right customer communication and findability

Arnhem, 19 May 2020 – Despite the corona crisis, the first four months of this year have been excellent for Textmetrics, a Dutch tech company specialized in text enhancement based on artificial intelligence (AI). Compared to the previous year, the number of new contracts with large companies has tripled. Many employees are currently working from home due to the corona crisis, greatly increasing the need for businesses and organizations to keep a tight grip on the quality of their communication toward customers and contacts. Furthermore, it has become more important than ever to prevent the exclusion of certain target groups based on, for instance, gender or literacy levels, and to ensure that information can be easily found online.

Recently signed contracts include Randstad, Independer, Allianz, and ING, bringing the total number of the platform’s users to more than 40,000.

Digitization in times of corona

The corona crisis is fueling digitization among companies and organizations in terms of customer contact, bringing about important advantages such as convenience, speed, and efficiency. However, this is highly demanding of organizations and their employees who are now working from home. The need for effective communication with customers is on the rise and should be taken to new levels. At the same time, costs, miscommunications, and additional handling steps must be kept to a minimum.
Marcel Leeman, CEO Textmetrics: “Our AI and machine learning-based platform ensures that companies and organizations communicate consistently and in line with internal guidelines. This reduces the dependency on individual employees in customer communications and increases customer satisfaction. Key elements include findability through SEO, text credibility, and addressing diverse target groups using appropriate language. In addition, special attention is paid to low literacy, diversity, the avoidance of “forbidden” words, consistent and correct use of important terms, etc. Machine learning means that the software is constantly evolving, so that communication with customers continues to improve.”

About Textmetrics

Textmetrics (Arnhem) is a tech company specialized in the realization of communication strategies through the use of AI and text technology (including text distribution, text comprehension, target groups, and text conversion). Textmetrics supplies commercial companies and organizations with specialized software that allows them to use text to optimally assist customers/target audiences in their purchases and their understanding of the information provided. The machine learning and AI-based technology is successfully applied by large companies and customer organizations, such as energy companies, banks, insurance companies, and temporary employment organizations within departments such as Marketing, Corporate Communications, Recruitment and Customer Services. Boasting approximately 40,000 users worldwide, the platform supports all modern Western languages.

For more information:

Marcel Leeman, CEO Textmetrics

E: marcel.leeman@textmetrics.com

T: +31 6 37192984

www.textmetrics.com


 

‘werken op afstand’ creëert behoefte aan juiste klantcommunicatie en vindbaarheid

Arnhem, 19 mei 2020 – Textmetrics, een tech-bedrijf gespecialiseerd in tekstverbetering op basis van artificial intelligence (AI), heeft ondanks de coronacrisis een uitstekende eerste vier maanden van dit jaar achter de rug. Er werd het drievoudige aan contracten met grote bedrijven afgesloten in vergelijking met vorig jaar. Door de coronacrisis werken medewerkers veel van thuis, waardoor de behoefte bij bedrijven en organisaties om een strakke grip op de communicatiekwaliteit naar klanten en contacten te hebben, sterk toeneemt. Ook is het nog belangrijker geworden om geen doelgroepen uit te sluiten, bijv. op het gebied van gender of laaggeletterden, en om informatie online eenvoudig vindbaar te maken.

In de afgelopen periode werden o.a. contracten met Randstad, Independer, Allianz en ING getekend, waarmee het totaal aantal gebruikers van het platform boven de 40.000 uitgekomen is.

Digitalisering in corona-tijd

De coronacrisis zorgt voor een sterk toenemende digitalisering bij bedrijven en organisaties in hun contacten met klanten, met belangrijke voordelen zoals gemak, snelheid en efficiëntie. Dit vraagt echter veel van organisaties en hun medewerkers die nu vanuit huis werken. De behoefte naar doeltreffende communicatie met klanten neemt sterk toe en dient naar een hoger niveau getild te worden. Tegelijk moeten kosten, misverstanden en extra handelingen geminimaliseerd blijven.

Marcel Leeman, CEO Textmetrics: “Onze op AI en machine learning gebaseerde software zorgt ervoor dat bedrijven en organisaties consistent en in lijn met interne richtlijnen communiceren. Hiermee wordt de afhankelijkheid van individuele medewerkers in communicatie naar klanten verkleind en de klanttevredenheid verhoogd. Het gaat daarbij om vindbaarheid via SEO, leesbaarheid van teksten en het met de juiste taal aanspreken van diverse doelgroepen. Daarbij moet extra rekening gehouden worden met laaggeletterdheid, diversiteit, het vermijden van ‘verboden’ woorden, consequent en correct gebruik van belangrijke termen, etc. Machine learning maakt de software steeds rijker, zodat de communicatie naar klanten steeds verder verbetert.”

Over Textmetrics

Textmetrics (Arnhem) is een tech-bedrijf gespecialiseerd in het realiseren van communicatiestrategie door de inzet van AI en teksttechnologie (o.a. tekstverspreiding, tekstbegrip, doelgroepen en tekstconversie). Textmetrics levert gespecialiseerde software aan commerciële bedrijven en organisaties om te zorgen dat deze bedrijven door middel van teksten hun doelgroep maximaal kunnen bedienen bij aankopen of bij het begrijpen van de aangeboden informatie. De op machine learning en AI gebaseerde technologie wordt succesvol toegepast bij grote bedrijven en klantorganisaties, zoals energiebedrijven, banken, verzekeringsbedrijven, uitzendorganisaties binnen afdelingen als Marketing, Corporate communicatie, Recruitment en Customer services. Wereldwijd zijn er ongeveer 40.000 gebruikers van de software, die in alle moderne Westerse talen wordt ondersteund.

Voor meer informatie:

Marcel Leeman, CEO Textmetrics

E: marcel.leeman@textmetrics.com

T: +31 6 37192984

www.textmetrics.com

10 Marketing Practices You Can’t Ignore

10 Marketing Practices You Can’t Ignore

Trends in marketing come and go. That won’t be much of a surprise if you think of all the new technologies that emerged in recent years. Think of things like artificial intelligence, data-driven marketing and voice search. If you miss out on these new trends, you’ll miss out on promising opportunities. At Textmetrics, we want businesses and entrepreneurs to get the most out of their marketing efforts. That’s why we wrote this blog post. In it, we’ll tell you all about the 10 marketing practices of the moment that you cannot ignore. 

 

#1. Artificial intelligence 

Over the last few years, we have seen that an increasing number of businesses use artificial intelligence (AI) for their marketing efforts. AI-powered technology and automation have already taken over many simple jobs. It is believed that AI is the biggest commercial opportunity for businesses, industries, and nations over the next few decades. So, it’s safe to say that it would be a huge mistake not to use it for your marketing efforts. 

Big data, supported by AI, can help you analyze customer behavior and search patterns. By gathering data from social media and blog posts, AI can help businesses understand how customers find their products and services. AI can also be used for creating chatbots, which allow customers to have their questions answered quickly and at all times. A number of other things AI can be used for are: 

  • Basic communication
  • Product recommendations
  • Content creation 
  • Email personalization 
  • E-commerce transactions

At Textmetrics, we use the technology behind AI to help businesses create target-group-specific and corporate-wide-consistent content. AI is also one of the major technologies behind voice search. All in all, you can say that AI takes the grunt work out of marketing, leaving businesses with more time to focus on strategy and creating a great customer experience. 

 

#2. Personalization 

Because businesses are able to collect more data about their audience, marketing efforts can be more personalized than ever. This personalization is necessary because the number of marketing messages people receive daily keeps increasing. Research has shown that 63% of people are annoyed by these generic advertisements, and 80% of people say that they are more likely to do business with a company that offers personalized experiences. So, the advice would be to use the data you collect to create personalized ads that directly appeal to your audience.

 

#3. Short-lived and video content 

Besides well-written articles and blogs, there are two other types of content that businesses should consider focusing on. It’s the so-called short-lived content and visual content, like infographics and videos. We see short-lived content a lot on Instagram Stories and Facebook Stories. This content is available for a limited period of time and because of the fear of missing out, it encourages users to take the desired action faster. 

It has proven to be beneficial for businesses to share infographics, images, and videos on social media platforms, such as Instagram and Pinterest. Infographics, for example, are easy to understand and more memorable  than written content. Images and videos make the messages businesses want to spread more interesting and attractive. Product videos, in particular, are worth producing, as 53% of consumers say that watching product videos makes them more confident in online purchase decisions. 

 

#4. Voice search 

It’s estimated that 50% of all search queries this year will be driven by voice. That’s a huge number but not one that should come as a surprise since more and more households own a smart speaker. Businesses will have to take the increase in voice search into consideration when creating content. Voice search differs from a written search query in search engines like Google. Potential customers using voice search use longer, more conversational search queries. This means that businesses need to create content that answers these questions. So, before writing a piece, you should ask yourself what questions customers could possibly have about the topic you’re writing about. 

 

#5. Micro-influencers

When using influencer marketing, businesses ask major names, such as celebrities, to promote their products online. This has proven to be a very successful marketing strategy.  Influencers could also be your average everyday people who found their niche in the social media world. These micro-influencers, as they are called, aren’t famous but do have thousands to tens-of-thousands of followers. This may be less than the number of followers famous people have, but their posts generate a higher level of engagement. On top of that, the audience finds it easier to relate to the lives of micro-influencers, which makes it more likely that they will trust their opinions and recommendations.

 

Could you use some help with implementing and optimizing your marketing efforts within your organization? Textmetrics is here to help! Our tools help you monitor the quality of your content, help you create valuable SEO content, and make sure that your content is fully targeted at the right audience. 

(Podcast) How does Randstad create content that converts?

(Podcast) How does Randstad create content that converts?

On this Podcast (Dutch), Wesley Connor, e-commerce manager from Randstad, discussed with Mathijs Kok on how they create content inside their organization. How does Randstad look at conversions and what role does content guidelines play towards reaching their goals.